Case Joe & Leo's
A Taste of Victory: A Case Worth Savoring
The Joe & Leo’s franchise had been expanding across the country, starting in Rio de Janeiro and reaching São Paulo and Porto Alegre. However, in Campinas, the restaurant was struggling to gain traction. The store embarked on the construction of Shopping D. Pedro, right at the main entrance, with the expectation of being in the largest shopping mall in Latin America. However, after the opening of the mall, its profile didn’t align with the store’s proposition. From 2002 to 2006, the unit failed to take off. Then came the turning point.
A new administrator, the illustrious Carlos Américo, with extensive experience in the restaurant industry, was assigned to take care of the store. Once he organized the backstage operations, he sought the partnership he needed from MacNeeds Advertising to transform this “pumpkin into a carriage”! For nearly 10 years, we created mechanisms and strategic solutions that took the Joe & Leo’s brand from anonymity to center stage…
This establishment not only became one of the best in the entire franchise but also became a second home for its thousands of loyal customers and a reference for other units across the country.
The pinnacle of this strategy was the complete remodeling of the Joe & Leo’s logo by MacNeeds Advertising.
Outdoor Advertising
When it comes to being seen, you need to hit the streets and put yourself out there! And who better than MacNeeds Advertising to create outdoor advertising campaigns tailored to each sales period and strategy?
Back when no one even knew what a “gourmet burger” was, we introduced the concept to the market. Today, it’s seen in many artisanal/gourmet burger joints that have sprung up all over the city, but this craze started right here.
Proof of the success and pioneering nature of our strategies is that they were constantly copied by competitors.
But keeping up with our pace was impossible. Artisanal burgers, handmade pasta, exclusive pizzas, dishes crafted by renowned chefs, the introduction of craft beers before the term was even understood, live shows, and prizes including trips and spa experiences… Our campaigns were constantly on the streets, and for 9 exhilarating years, our establishment was the center of attention.
Printed Media
These days, many people don’t even know what a magazine or a newspaper is anymore, but it wasn’t always like that. We embraced partnerships with renowned press outlets as part of our communication strategies. Our team even included press officers and journalists to handle the numerous press releases and interviews. Being featured in the media, not only through advertisements but also as editorial content, enhanced the credibility and recognition of the brand. In fact, Joe’s efforts even earned it the prestigious Sierra Sustainability Award, one of the initiatives adopted by the establishment.
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Events
Corporate and private parties, Joe at the office, at schools, at the summer festival, at the year-end celebration, at FeiJOEda (a play on words with “feijoada,” a Brazilian dish), in the square, at the food truck, at product launches and grand openings… The restaurant could no longer be contained within the shopping mall and spread throughout the region, hosting, participating in, and even supporting events in all nearby cities. There were even Joe’s activities at Wet’n Wild water park and on the beach.
On one day, nearly a thousand burgers were sold at a public event. From clubs to racetracks, from schools to music concerts, the Joe brand brought joy to thousands and thousands of people.
A Glimpse into the Kids' World...
With 90% of the establishment embraced by families and couples, Joe also became a favorite among the little ones. For them, an exclusive kids’ menu was created, featuring balanced nutrition and options specifically designed for them, including mini-sized portions that perfectly fit their little hands.
Furthermore, a significant part of the restaurant was redesigned to include a complete kids’ area with drawings, toys, and attentive staff. It brought happiness to the parents and endless fun for the children.
In addition, the Burger Workshop was offered free of charge, where parents could bring their kids for a nutrition and food hygiene lecture, followed by the opportunity to create their own burgers. Guests also got a chance to tour the kitchen facilities and, at the end, receive their own creations fully prepared and ready to enjoy!
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Standout
Among the numerous campaigns created for Joe & Leo’s, one in particular stands out. It was a jingle created for a “breaking news” article that we circulated on the Globo news portal. The article told the story of a radio announcer who abruptly left a live broadcast in the middle of the program.
Readers were intrigued to find out what had happened and ended up reading the article. At the end, there was an audio clip of the “incident,” and when the reader clicked to listen, they realized that it was actually a clever advertisement for Joe & Leo’s.
For this piece, we created a radio program called “Roteiro Cultural” (Cultural Itinerary), complete with an opening jingle sung by a women’s choir, an opening announcer, the program host, and even a stagehand.
In just 30 seconds, the campaign managed to recreate the entire atmosphere of a real radio station, with various people working on the program. It was so realistic that you could almost visualize the setting in your mind.
This campaign received two awards: Fest Digital – Brazil and WINA – Los Angeles.
Celebrities
Events, shows, partnerships with chefs, celebrities, artists, government organizations, sports athletes, charitable initiatives, gastronomic festivals, and even the “food truck” trend that spread throughout the region all started at Joe & Leo’s Campinas.
It would be impossible to list everything that this incredible success case accomplished and the expertise of our beloved Carlinhos, a true master in his field. Those who had the honor of visiting Joe Campinas will never forget it and will always feel nostalgic for the experience!
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